Although this year's sudden epidemic has affected the pace of the automobile industry in the first half of the year, China's stable control of the epidemic has only postponed this year's Beijing Auto Show, rather than directly canceling it like the North American and Geneva auto shows, not to mention "a blessing in disguise?" How do you know if it is a blessing? "Lost the May 1 Golden Week, but caught up with the official event on the eve of the longer 11 th holiday, and the heat may have increased. At the same time, the tightening of the market in the first half of the year and the backlog of consumers' enthusiasm for buying cars were quickly released and warmed up after the epidemic gradually eased. Therefore, from the market point of view, Beijing Auto Show happens to be one of the "Golden September and Silver 10" with the strongest consumption power.
Occupy "the right time, the right place and the right people", the international status of this Beijing Auto Show should be by going up one flight of stairs. However, the author actually visited this year's Beijing Auto Show and found that the problems exposed at this auto show may be the epitome of the next large-scale auto show.
On the positive side, as mentioned above, this year's China market is the "Golden September and Silver 10" year that most meets the expectations of car companies. According to the sales data of China Automobile Association, after entering the second half of the year, the sales volume in July and August reached 16.4% and 6% respectively, a substantial year-on-year increase. China automobile market is rarely placed after 2065,438+08. The resulting increase in consumer enthusiasm will naturally lead to car companies wanting to "bring goods" at the auto show. The organizers of the auto show clearly understand the intentions of car companies. In the layout of the exhibition hall, the Beijing Auto Show directly canceled the most eye-catching luxury car hall of the traditional auto show and replaced it with other car halls. The intention of doing so is obvious. In the past, the excessive concentration of luxury cars can indeed bring unparalleled ultra-high traffic, but it will also make the traffic of auto shows one-sided. In order to let more consumers stop in other exhibition halls and give ordinary passenger car enterprises more exposure opportunities, we will use one or two luxury car brands to drive the traffic of other exhibition halls.
However, from another perspective, when ordinary passenger cars need luxury cars to drive traffic, the auto show will change its quality. On the one hand, the reputation of international auto shows is due to its long history, on the other hand, the more important reason is that auto companies intend to put their strategic plans and products on display at these large auto shows, such as the Geneva Auto Show in March every year, which is known as "the vane of international auto trends". Although the Beijing Auto Show has just been held to the 6th/kloc-0, the rapid growth of China auto market has made global auto brands pay more and more attention to the launch of new cars in China market. Therefore, until the 20th18th15th exhibition, Beijing Auto Show was still one of the auto shows that attracted worldwide attention. 20 18 Beijing auto show * * * has 1 1 passenger car exhibition hall. At that time, the New China International Exhibition Center even had to use the outfield to build temporary venues to meet the participation of too many car companies.
However, this grand occasion was not replicated in 2020. There are only nine passenger car exhibition halls left at this year's Beijing Auto Show, and some exhibition halls are even difficult to fill. There are many reasons for the sharp drop in the number of exhibitors. The first is that the living conditions of car companies are not ideal. The scene of Chengdu Auto Show is still extended and expanded at Beijing Auto Show.
Among the new power brands, brands that have not yet achieved mass production, such as Bojun, Singularity and Eknik, seem to be on the verge of survival due to the pressure of the epidemic in the first half of the year, and the capital chain behind them may no longer allow them to set up booths at the auto show every year. Shengteng (formerly Baiteng), which was renamed and restarted after the suspension, also failed to appear in the exhibition hall. On the other hand, Aichi, Zero Run, Future and other companies, although they have mass-produced products, failed to stand on the stage of this Beijing Auto Show due to poor market conditions or unclear strategic planning. Unexpectedly, Li, whose situation and sales are booming just after the IPO of the US stock market, missed the Beijing Auto Show. The high probability reason may be that many accidents after the delivery of Li ONE this year have brought great pressure to the brand. Although Li Xiang, the founder, is superficial, he has used swear words many times in public and social media recently, which obviously proves that Idea has not found a suitable public relations means to deal with the unexpected situation that may be faced at the auto show.
In terms of traditional car companies, Tieniu Group, which has long been rumored to have a bankruptcy crisis, has been absent from domestic large-scale auto shows many times since last year. It is really a problem to participate in the exhibition when you still can't redeem yourself this year. For car companies such as Cheetah, Brilliance and Southeast, which are still looking for their own breakthrough direction, although they have been established for a long time, the status quo and problems they face are very similar to those of new forces such as Aichi. Whether they can break the game next is the most important thing for them to rejoin the market competition team. Among the joint venture brands, ds and Dongfeng Renault, which are being reorganized, also failed to appear at this year's Beijing Auto Show. Since the French brand group suffered from Waterloo in China market, apart from Peugeot and Citroen, which are still struggling in the domestic market with their rich product systems and positive turning points, DS and Dongfeng Renault are indeed in a very bleak situation in China because of their weak brand power. Finding a suitable development route is probably not a problem that can be solved in the short term.
If the Beijing Auto Show is only a decrease in the number of participating car companies, it may only prove that this is the beginning of the "self-purification" of the China auto market. However, the decline in the number of new cars and the investment of car companies during the auto show can reflect the future trend of traditional car companies.
Since 20 18 Guangzhou Auto Show, many car companies have cancelled the annual or even annual brand night activities. Even the annual public relations expenditure far exceeds that of the second Volkswagen brand, and at this year's Beijing Auto Show, it was confirmed that only local executives from China were present. Although the epidemic may hinder the pace of foreign executives coming to China, it is an indisputable fact that the attraction of traditional auto shows to car companies is gradually declining. The best proof of this trend is not this year's Beijing Auto Show, but from the beginning of 2065438+2009, BMW and Mercedes-Benz announced their withdrawal from north american auto show that year, and Hyundai, Jaguar Land Rover, Ford and Volvo were also "doves" in Geneva last year.
In the new four modernizations era, changes in the development direction of new energy and intelligence have turned car companies to electronic exhibitions and technology exhibitions that are more suitable for the theme. It is difficult for auto show organizers to integrate the product characteristics of car companies. From the perspective of car companies, it may not be as effective as holding their own activities to avoid the time conflict between the exhibition and the original release rhythm. The cancellation of the Geneva Motor Show in March this year gave many car companies an excuse to "skip classes" and also "forced" them to explore a new release channel-online release. With the rapid development of the Internet, online publishing has become more and more common, and car companies have also saved a lot of money in arranging venues, venues and inviting guests. However, the prosperity of China Auto Show today is more like the market deposit generated by car companies competing for the last place in China market.
Back to the time node, Golden September and Silver 10 is the time given by the market to this year's Beijing Auto Show. However, according to the rhythm of previous auto shows, this time coincides with the development of Chengdu Auto Show. However, this year's Chengdu Auto Show, as the first A-class auto show in China, has just consumed the "inventory" of car companies for half a year. In less than two months, car companies will come up with heavy new cars to "support the scene" for the Beijing Auto Show. I'm afraid few car companies can maintain such a compact frequency. Therefore, this year's Beijing Auto Show gives people the obvious feeling that the number of new cars has been greatly reduced, and there are very few heavy new cars or concept cars that can show strategic significance, which is not as good as the "wind vane" that international auto shows should have before. What's more, the situation that Beijing Auto Show is facing now can almost make people foresee the scene of Guangzhou Auto Show, the A-class auto show of China Axle in two months.
Looking back on 20 16, when the author was still taking stock of "which of the four domestic auto shows is more exciting", the domestic A-class auto show was indeed inspired by the overall market, and the times have changed. In the increasingly complex market environment, the importance attached by auto companies to the auto show family is also changing subtly. Perhaps in the future auto show, we can see some auto companies "quietly quit", and we can also find new forces such as HiPhi, Lan Tu and Chinese Express to complete the old and new alternation. However, with the gradual maturity and stability of China's auto market, whether the domestic A-class auto show will lose its appeal like the world's four major auto shows deserves our further attention.
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